Bueno, las recomendaciones no son de Summa. Las vi en su blog pero están sacadas de E-Commerce Times. Mirad, copio la versión en inglés que explica y matiza cada punto.
01. Focus on Target Markets
The first commandment of branding is that a brand has to work well in a company's target markets. This rule is often ignored in favor of brands that confer status in locations where a company is based.
02. Don't Covet Another's Brand
A brand should not borrow or approximate a brand name from a firm already known in a target market, regardless of whether service offerings are dissimilar. Violating this rule drives away clients that are afraid to depend on a company with a brand that is tenuous or shady. When an offshore company is infringing on an established brand name in a target market, nothing else is or should be relevant to potential clients.
03. Match Brands Exactly With Domain Names
A brand should be identical to its corresponding domain name. For example, a brand for news and services to protect against software vulnerabilities could be expressed as SoftwareVulnerabilities.com, not Software-Vulnerabilities.com or iSoftwareVulnerabilities.com. The dash can help in mirror sites put up for search engine optimization, but not for the primary brand. Unless streaming video is involved, only dot-com and dot-net names should be used for international and North American markets.
04. Don't Use Silly Prefixes
Unless a company has been in business for more than five years, its name should not contain the prefix 'i' or 'e.' eBay (Nasdaq: EBAY) has built up immense brand equity. Other companies with other lowercase prefixes in their brands have not.
05. Escape the Background Noise
Avoid overused words such as "global," "tech," "soft," "serve" or "solutions." In the Indian state of Maharashtra, for example, it is estimated that more than 300 businesses use the word "global" in their brand names. A company seeking to distinguish itself from competitors is not going to escape from the background noise if it uses the word "global" in its brand.
06. Obey Rules of Grammar
Do not violate rules of grammar, including the use of capital letters. When your company becomes bigger than eBay, then it can break this rule.
07. Avoid Negative Connotations
Brands should not carry confusing or negative connotations for people in target markets. This extends to sexual and religious connotations.
08. Make Brands Memorable and Easy to Spell
Brands should be memorable without being difficult to spell. It is easy to direct potential customers to visit a company's Web site once, especially by spending money on advertising. It is harder to inspire customers to return on their own without a memorable brand that is easy to spell. If misspellings are possible, then common misspellings should be registered as domain names.
09. Obtain Internal Understanding and Acceptance
The exact name of a company and its brands need to be accepted within and communicated throughout the company's organization. At an Indian call center company and a software services firm in Pakistan that I'm working with now, there are disagreements and uncertainties among top managers at each firm about what their companies are called. This is not uncommon, especially at small Indian call centers that operate locally on a largely cash basis.
10. Test Prior to Deployment
Test several potential brand names among members of your target market before making a selection. Important IT project deliverables should experience rigorous quality assurance testing prior to delivery. Branding choices should be subjected to no less scrutiny.
Interesante eso de que cuando la marca sea más grande que eBay se puede romper esa regla.